Hao Liu on Infusing Creative Expression Into Environmental Design

In my past roles, I had the opportunity to collaborate with brands and companies from diverse fields, and each project introduced me to insights beyond the scope of design itself. I enjoy exploring new fields—from graphic design to installation art and human-computer interaction—and each cross-disciplinary experience allows me to see the endless potential and diversity within design.

As a visual and cultural creative designer, my work focuses on brand identity and product concept development. I’m responsible for establishing brand visual standards and creative planning, ensuring each brand’s consistency and uniqueness.

Additionally, I work on cultural projects for cities and government initiatives, enhancing local brands’ appeal and recognition. Currently, my research also dives into human-computer interaction, where I combine visual design with interactive experiences to create more immersive and emotionally resonant projects.

To me, design is more than just a visual expression—it’s a bridge for communication and a medium for interaction. By balancing functionality and aesthetics, design delivers real value to users. It allows me to turn abstract needs into tangible solutions, helping brands communicate more effectively, enhance emotional connections, and give each project a unique identity.

Design spans various fields, such as graphic design, installation, and human-computer interaction, allowing me to find the best way to elevate user experience and perception.

A “good” design isn’t about flashy effects or elaborate visuals; it’s about genuinely meeting users’ needs and adding warmth and meaning. Design is a creative expression that goes beyond aesthetics to address real-world challenges.

Good design engages with current social issues and offers new perspectives or solutions, creating resonance and impact for users. Ultimately, good design is functional, sincere, and prompts reflection and dialogue.

I value emotional expression and creative depth in my designs, aiming to bring warmth and resonance to each project. I’m not limited to a single visual style; instead, I seek the most suitable medium to convey emotions and balance functionality with aesthetics.

My design process is centered around user needs. I explore different approaches, continually refining until I find the most fitting solution. Through iterative adjustments, I strive to achieve a balance of functionality and aesthetics, delivering designs that are precise and valuable for users.

I’ve studied in both China and the UK, and this dual perspective greatly shapes my approach. I have a deep appreciation for Chinese traditional culture, with its rich historical and cultural depth, which sparked my initial interest in design.

In contrast, the UK’s open and inclusive design environment has given me freedom to explore and express creativity in new ways. This blend of Eastern and Western influences not only broadens my design perspective but also inspires me to integrate richer emotions and innovative elements into my work.

I’m truly honored to receive the 2024 MUSE Design Awards; it’s both a huge encouragement and a confirmation of my work. This award acknowledges my design concepts and creative expression, inspiring me to push my limits and infuse more unique emotions and thought into my work. I hope to bring even warmer and more meaningful projects to life in the future.

“The Child of Bie Mountain” is a brand identity project that blends the beauty of nature with an eco-friendly ethos. We selected biodegradable bamboo fiber for the packaging, using intricate illustrations to vividly depict the natural landscapes of Dabie Mountain.

This approach reflects the brand’s deep respect for nature and tradition, creating a high-end, nature-inspired identity. I joined this project to express my respect for nature and tradition through design and to bring more creative expression to environmental sustainability.

Creativity, warmth, and inclusivity.

Always stay curious, don’t limit yourself to your own field, and explore different directions whenever possible—you’ll gain fresh perspectives and experiences. Also, focus on real-world social issues, making design more relevant to practical needs and giving your work a deeper sense of purpose.